Show menu

Air Canada makes free drinks a fleet-wide perk in economy

Air Canada flight attendant cart in economy with beer, wine, and Heineken 0.0, illustrating the airline's new Air Canada free drinks service.
by
5 min read

Air Canada will pour complimentary beer, wine, and snacks for economy passengers on every flight starting this autumn, a move that sets it apart from U.S. legacy rivals. Executives say the upgrade leans into amenities that matter most to travelers while showcasing Canadian brands, from MadeGood oat bars in the morning to Greenhouse ginger shots on select routes. With Heineken 0.0 onboard, the carrier also claims the only non-alcoholic beer served at altitude by a North American airline.

Key points

  • Why it matters: First North American legacy airline to make free drinks standard in economy across its whole network.
  • Travel impact: Complimentary beer, wine, and curated snacks on all Air Canada, Rouge, and Jazz-operated flights with beverage service.
  • What's next: Rollout begins this autumn; menu refresh extends to more Canadian-made options.
  • Heineken 0.0 becomes a complimentary, non-alcoholic choice onboard.
  • Billy Bishop Toronto City Airport (YTZ) flights add Greenhouse ginger wellness shots after 10:30 a.m.

Snapshot

The change formalizes a fleet-wide service standard that U.S. legacy competitors have not matched, which typically confine free alcohol in economy to long-haul international flights. Air Canada positions the upgrade as a cost-effective satisfaction boost compared with fee rollbacks, and a brand play to win sixth-freedom traffic connecting U.S. travelers over Canadian hubs. Morning flights will feature MadeGood Mornings Cinnamon Bun Soft Baked Oat Bars, while departures from Toronto's downtown Billy Bishop Toronto City Airport (YTZ) after 10:30 a.m. will offer Greenhouse Ginger Defence wellness shots. The refreshed Bistro retains paid options but adds more Canadian staples. Importantly, the airline says it will serve Heineken 0.0, keeping non-drinkers included and reinforcing responsible consumption.

Background

Airlines have wrestled with alcohol policies since in-flight disruptions spiked during the pandemic. Regulators adopted tougher penalties, and some European carriers limited early-morning sales to curb pre-boarding binges. IATA's incident data shows unruly behavior has trended higher in recent years, with intoxication a recurring factor. In the U.S., the FAA's Zero-Tolerance framework enables civil fines per violation, and agencies increasingly refer egregious cases for criminal review. Against that backdrop, Air Canada is betting that complimentary service, paired with responsible service rules and a credible non-alcoholic option, can lift satisfaction without inviting problems. The carrier also underscores national flavors in the cabin, positioning the offer as a hospitality upgrade rather than a pure giveaway.

Latest developments

Free drinks on every route, with Canadian-made bites and NA beer alternative

Air Canada confirmed that complimentary beer and wine now apply to every flight with beverage service, across Air Canada, Air Canada Rouge, and Air Canada Express operated by Jazz. Morning flights will include MadeGood oat bars, and flights from Billy Bishop Toronto City Airport (YTZ) after 10:30 a.m. add Greenhouse ginger wellness shots. The airline says Heineken 0.0 will also be available, making it the only North American airline to pour a non-alcoholic beer at cruising altitude. The move follows passenger frustration with fees for seats and bags, with Air Canada arguing that elevating food and beverage delivers a bigger satisfaction pop per dollar than cutting ancillary charges. Reuters reports the carrier also sees an edge in attracting connecting U.S. travelers on global itineraries routed via Canada.

Analysis

This is a classic differentiation play built on service optics, not seat maps. Free drinks in economy are easy to message, cheap to deliver at scale compared with structural fee changes, and immediately perceptible onboard. Layering in Canadian brands amplifies national identity while quietly negotiating the alcohol-policy tightrope with Heineken 0.0 as a pressure valve for non-drinkers and crews monitoring consumption. The competitive set matters. American, Delta, and United continue to reserve free alcohol in economy for long-haul flights; low-cost carriers generally sell all alcohol. By going network-wide, Air Canada creates a simple promise that may sway price-sensitive travelers choosing between near-par fares. The risk is behavioral, not cost. FAA and IATA data show intoxication contributes to disruptions, so execution will hinge on crew training and enforcement of "no personal alcohol" rules. If incidents stay controlled, expect copycat tests on select routes at U.S. carriers. If not, the policy could be trimmed back to long-haul. For now, the value story is clear, and the branding is smart.

Final thoughts

For travelers, this is an immediate, tangible upgrade across Air Canada's network, not just on long hauls. Expect a simple ask-and-receive experience for beer, wine, Heineken 0.0, and basic snacks, with Canadian favorites sprinkled in. Crews will continue to manage limits, especially on leisure-heavy flights, and non-drinkers have a credible option. If you connect over Canada, this could tip the scales when fares are close. As long as safety metrics hold, Air Canada's free drinks strategy should buy goodwill and repeat business-proof that small comforts can make a big difference when chosen well. Air Canada free drinks may become the new baseline travelers quietly expect.

Sources

Topics